Henkel signed an agreement to acquire a 51 percent stake in Los Angeles-based eSalon, tapping into the customized at-home hair color market.
WHO: Launched in 2010, eSalon delivers a personalized one-to-one experience through a unique combination of human expertise and state-of-the-art, dual patented technology. Every color order is formulated and dispensed on-demand in its headquarters in Los Angeles with over six million orders shipped and over 165,000 unique color combinations created.
Founded in 1876, Henkel operates worldwide with leading innovations, brands, and technologies in three business areas: laundry and home care, adhesive technologies, and beauty.
WHY: Through this joint venture, Henkel will further strengthen its leading hair color portfolio and expand its digital business.
IN THEIR OWN WORDS: “We continue to drive the execution of our strategy by strengthening our portfolio and our digital capabilities through targeted investments. With this joint venture, we aim to grow our core business and at the same time expand in an innovative digital business model. The strong eSalon business which addresses the growing trend of personalization in beauty care will be a perfect fit. We expect to gain valuable consumer insights that will also help us to create meaningful innovations for our classical retail consumers,” says Jens-Martin Schwärzler, Executive Vice President responsible for Henkel’s Beauty Care business. “The founders and existing management team will stay on board and join forces with Henkel to further accelerate the future growth of the business.”
“Through our partnership with Henkel, we look forward to accelerating our marketing efforts and enhancing our product offering for our current and future clients,” says eSalon CEO Francisco Gimenez.
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